Marketing Guide

Marketing fundamentals

• marketing an overview

• consumer
• customer
  • Customer lifetime value (CLV)
  • customer experience management (CEM)
    • Experiential world
    • Experiential platform
    • Brand experience
    • Customer interface
    • Experiential innovation
    • CEM integration
    • CEM organization
• marketing mix
• marketing orientation also called customer focus or marketing concept
• sustainable competitive advantage
• core competency
• marketing myopia
• market segment
• target market
• business model
• value
  • value chain
  • value migration
• market
• market share
• economies of scope
• end-user

Marketing strategies

• Marketing strategies
  • Growth strategies
    • horizontal integration
    • vertical integration
    • aggressiveness strategies
  • market dominance strategies
  • Porter generic strategies
  • mass customization
  • vendor lock-in
  • marketing warfare strategies
    • offensive marketing warfare strategies
    • defensive marketing warfare strategies
    • flanking marketing warfare strategies
    • guerrilla marketing warfare strategies
      • guerrilla marketing

Marketing management

• Marketing management
• marketing plan
• Management information system
• strategic planning

Product management

• Product management
• product differentiation
• product life cycle management
  • technology acceptance model
• new product development
  • research and development
  • Quality function deployment
  • list of product failures
• Crossing the Chasm
• technology lifecycle
• Life cycle cost analysis
• Planned obsolescence
  • product line
  • whole product
• product portfolio
  • contribution margin analysis
  • cannibalization
  • product bundling
  • problems with portfolio models
• positioning
  • perceptual mapping
  • factor analysis
• brand management
  • brand
  • brand equity
  • private brand
  • corporate branding
  • family branding
  • individual branding
  • corporate identity
  • trademark
    • genericized trademark

Pricing

• Pricing
• price
• price points
  • psychological pricing
  • odd price
• pricing objectives
• discounts and allowances
  • Loyalty card
  • loss leaders
• penetration pricing
  • price wars
• variable pricing and real-time pricing
• pricing for profit maximization
• price discrimination
  • price skimming
  • two part tariff
• price elasticity of demand
• geographical pricing and price zoning
• cost-plus pricing
  • markup
  • cost-plus pricing with elasticity considerations
  • break even analysis
• rate of return pricing
• competitor indexing
• joint product pricing
• transfer pricing
• barter

Promotion

• Promotion
  • sales promotion
  • advertising
    • mind share
    • mass media
    • television commercial
    • advertising slogan
      • list of advertising slogans
    • subliminal advertising
    • product placement
    • Nielsen Ratings
    • sex in advertising
    • subvertising
  • personal selling
    • negotiation
    • shill
  • product churning
  • sales force management system
  • publicity
    • word of mouth and buzz
    • viral marketing
    • undercover marketing
  • public relations
  • Corporate image

Distribution

• retail
  • department store
  • convenience store
  • supermarket
  • dollar store
  • franchising
• wholesaler
• supply chain
  • supply chain management
• logistics
  • logistic engineering
  • shrinkage
• Grey marketing

Direct marketing

• direct marketing
• database marketing
• telemarketing
• Multi-level marketing
• specialty catalogs
• pyramid scheme
• Direct Marketing Association

Consumer behaviour

• Consumer behaviour
• demographics
• lifestyle
  • prospect theory
  • Loss aversion

Marketing research

• Marketing research
• qualitative marketing research
  • focus group
  • Concept testing
• quantitative marketing research
  • questionnaire construction
    • simple random sampling
    • systematic sampling
    • stratified sampling
    • cluster sampling
    • multistage sampling
    • nonprobability sampling
• experimental techniques
• observational techniques
• industry or market research
  • environmental scanning
  • SWOT Analysis
  • competitor analysis
  • ecological model of competition
  • Porter 5 forces analysis
• data analysis techniques used in marketing research
  • cross tab
  • intent scale translation
  • preference-rank translation
  • factor analysis

Services marketing

• Services marketing
  • service
  • quality
  • experience economy
  • service sector
  • service mark

E-marketing

• E-marketing
• personalized marketing
• permission marketing
• E-commerce
• Business-to-business electronic commerce (B2B)
• Business-to-consumer electronic commerce (B2C)
• Online auction business model (C2C)
• bricks and clicks business model
• disintermediation
• The dot com boom
• customer relationship management (CRM) systems
• web banner
• spamming
• multimedia

Evolution of marketing

• evolution of marketing
• production orientation
• sales orientation
• marketing orientation
• personal marketing orientation